Made for TV
Virginia King stars as director of creative services for DIRECTV.
Her role: King leads DIRECTV's in-house creative services group, which is responsible for all creative, content management, and brand management and identity for the company. DIRECTV is an El-Segundo, CA-based digital television service provider with approximately 7.9 million subscribers.
The cast: King and her 65-person creative services staff serve a number of DIRECTV departments, such as advertising, customer service, sports marketing, merchandising, communications and public relations. Each of these in-house clients has a dedicated account team including an account executive, two designers, a copywriter, a traffic coordinator and a print production coordinator. DIRECTV's internal production studio runs two shifts and requires the services of seven full-time print production coordinators.
Acting experience: King joined DIRECTV about four months ago. Formerly, she served as director of merchandising/packaging for Mattel and, prior to that, as vice president of merchandising for Merle Norman Cosmetics.
Made-for-TV materials: Creative services designs and produces point-of-sale print materials, displays and floor standings (for 29,000 dealers), technology-based retail kiosk units, print advertising materials for DIRECTV publications (ON Sports and See Magazine), corporate communications documents and trade show materials. DIRECTV's print purchasing budget is in the millions. The group is also working on online advertising materials.
Behind the scenes: Mac G3s running Adobe Photoshop and Illustrator, QuarkXPress, PowerPoint, Macromedia Director, Flash, etc. Other hardware includes scanners and copier/printers.
Print production co-stars: Nearly 90 print and prepress vendors handling work from plastics to corrugated to direct mail to web printing to flexo. "Almost every major printer in Los Angeles works with us five or six times a year," King reports. "We also will print out of state depending on need, pricing and shipping considerations."
Only a small percentage of jobs are produced CTP. "And we still do press OKs on 90 percent of our jobs."